Nybrogatan 52, 114 40 Stockholm, Sweden
+46 (0)8-661 23 01, info@wearegroup.se


The Guide

Client: Åhléns

Åhléns is one of Sweden’s most popular brands with department stores throughout the country. When we began our collaboration, the brand was considered somewhat bland in its expression, both in the communication and in the department stores.


“To be on the top of Swedish women’s shopping list”

Åhléns wanted to surprise its customers and, with a more personal touch and to tell them the story behind each product.

We developed the overall concept, The Guide, to inspire the Åhlens’ customers within fashion, home and beauty. In this communication, we featured colorful people giving personal tips in their area of expertise.

The figures quickly indicated a record high recognition value (96%!) and in the fall of 2011, Anna Stinger was named marketing director of the year by Resumé, Sweden’s leading advertising publication.


The Guide

We rearranged the media plan to make TV the main media instead of ads and made commercials with a split screen on which both the personal tips and the products came up. For three years we directed and produced more than 50 commercials.





Scandinavian Style Guide

A campaign to promote Åhléns and their department for Scandinavian fashion brands.




Top of the Wishlist

Take a look at some of the Christmas catalogues we produced for Åhléns.